Virginia Slims - Marketing

Marketing

From inception, Virginia Slims have been designed and marketed as a female-oriented fashion brand, generally targeted towards a younger demographic (18-35 year olds). While various themes have emerged in the marketing campaigns over the years, the basic threads have been independence, liberation, slimness, attractiveness, glamour, style, taste, and a contrast to men's cigarettes.

In the 1960s and 1970s, the themes of feminism and women's liberation, with the slogan "You've Come A Long Way, Baby" were often used in the ads, and often featured anecdotes about women in the early 20th century who were punished for being caught smoking, usually by their husbands or other men, as compared to the time of the ads when more women had equal rights, usually comparing smoking to things like the right to vote. Television and print ads often featured well-known models and designer fashions. Print ads were generally placed in women's magazines, and formed the mainstay of the marketing campaign, supplemented with billboards and point-of-purchase displays. From 1969 until 1971 (when cigarette advertising on television became prohibited), television advertising was an important component; the commercials would begin with actors dressed in period costumes re-enacting the early 20th century anecdotes in comedic fashion, followed by a glamorous modern-day model, smoking the product while proudly dressed in the latest fashions, accompanied by "You've Come A Long Way, Baby", which in the commercials was an up-tempo, catchy pop-rock jingle:

You've come a long way, baby

To get where you've got to today

You've got your own cigarette now, baby

You've come a long, long way

Virginia Slims also sponsored the Women's Tennis Association Tour. This sponsorship is sometimes credited for the growth and success of women's tennis during the 1970s and early 1980s.

Several other, less important, marketing vehicles were employed, such as the Virginia Slims Book of Days (a day timer/calendar book), fashion shows, and an extensive line of products, apparel, and accessories.

The Leo Burnett advertising agency handled the Virginia Slims account throughout most of the product lifetime.